McDonald's suddenly announced a new packaging! Is this still the golden arch you know?

McDonald's suddenly announced that it has changed its brand-new packaging. Although it has changed its packaging, it is of course the golden arch I know. This is because the packaging change is not complete, but a natural over-design, and the design is much smaller and fresher, incorporating cartoon elements and taking a simple style, so even if it has changed its packaging, I still recognize the brand McDonald's. This brand-new design will be launched to all stores around the world within two years. When we go to McDonald's for dinner, we might as well pay attention to the fact that this dress-up looks minimalist.

first, the packaging pictures are simple.

In the past, McDonald's food packaging was either food pictures or large characters, but this time they directly became various simple illustrations. For example, on the box of' Maixiang Fish', you can only see waves of blue waves with a clean white background and a simple name written on it. On the breakfast sandwich' Wheat Full Score', there is only one big egg yolk.

second, the new packaging incorporates some cartoon elements.

The coke cup is full of bubbles, and there are different illustrations on different drinks, which make the tastes of various drinks visual. There is no change in the French fries box, but it is still the red shell, and there are straight stripes of French fries in the box, which looks childlike and cute. The packaging of the Big Mac directly turned into a cartoon-style hamburger cross-section. The sesame seeds, lettuce and beef on it looked rich in content, but they were still clean and simple.

third, the new packaging looks more eye-catching.

This new modern design will make people feel refreshed, and the overall color tone looks brighter and more relaxed, which has attracted many people's attention. The most iconic and recognizable part of each food is selected, and then multiple color schemes, simple plane illustrations and basic geometric shapes are used to present it, so that people can think of what is in the box at a glance. It will also be more conducive to the user experience. How to express the application of illustration in packaging design?

Illustration, also known as illustration, as an important visual communication form of modern design, has been widely used in many fields of modern design and has become one of the important manifestations of packaging and product design. With its unique artistic charm and rich expressive language, illustration has been paid more and more attention by designers. At the same time, it has brought a refreshing experience to the packaging market and is deeply loved by the public because of its unique stylized performance.

There are various ways of illustration, and different brushes and designers show completely different styles. It is precisely because of the variability of its style that we can learn from the creative style of illustrations and create packaging works with strong visual appeal on the basis of analyzing the attributes and characteristics of the goods themselves, as shown in the following figure.

Illustration can express a totally different feeling from photography, creating a dizzying variety of forms. The combination of illustration and packaging design gives designers great creative freedom, and designers can boldly try various styles of design: exaggerated painting style can highlight the characteristics of packaging, increase the interest of packaging, and is suitable for the packaging of creative products, as shown in Figure 2.1 below; Black-and-white sketch lines reflect the simplicity and naturalness of packaging, giving people a quiet and friendly feeling, and are used in the packaging of humanistic goods, as shown in Figure 2.2; Illustrations of small fresh wind and healing wind give people a pleasing and warm feeling, which are deeply loved by women and are mostly used for packaging cosmetics, paper towels and other commodities, as shown in Figure 2.3 below; Illustrations with national flavor, influenced by regions and customs, are often used in the packaging of tea and other special products, as shown in the following figure

Illustrations' rich artistic modeling language, aestheticism, realism, retro and many other styles can be integrated into the packaging design of clothing, cosmetics and food, which not only meets the different emotional needs of different consumers, but also achieves good design and communication effects. Illustration packaging design gives people reverie through beautiful modeling and guides consumers' associative feelings to convey information. The application of illustration in packaging endows packaging with new decoration form and visual communication concept, brings brand-new packaging means and visual effects to packaging design, and adds artistic charm and cultural connotation. What are the styles commonly used in domestic packaging design?

In domestic packaging design, there are many different styles with their own characteristics. The following Zhonghui design lists some common packaging design styles:

Traditional cultural styles

China has a long history and culture, and the application of traditional culture in packaging design is also very common, such as traditional painting elements, calligraphy characters and so on. Traditional elements such as Dunhuang art, charm of Han and Tang dynasties, blue and white porcelain can be applied to packaging design, which makes the products show nationality and regional culture immediately.

Simple and modern style

Simplicity and modernity are popular styles in today's society. Simple lines, bright colors and elegant fonts can effectively enhance the overall image of the product and support recognition. Some high-tech sharp weapon plates, science and technology products, office equipment and so on use this style.

Cartoon style of illustration

In today's market environment, cartoon and illustration elements have become a popular design mode, which refers to the packaging design with cute and interesting shapes as its main features. Like improving the vitality and interest of products, the audience is also wider. This design can be oriented to some markets dominated by young people and heterogeneous groups such as food, cosmetics and home, so it is very popular.

Realistic style

Realistic packaging design refers to the design that hopes to reflect the truest external world and the trend of the times. Real-time photos, reproduction of food pictures, positioning simulation and other forms, so that consumers can intuitively impress the taste and texture characteristics of goods. Many daily necessities, consumer goods and daily necessities often adopt this style, thus highlighting its concern and persistence in the product itself.

Fashion style

Fashion style emphasizes fashion elements, and features emerging, avant-garde, avant-garde and subculture led by fashion, adding some bold colors, graphics and shapes to the packaging. This style is usually to attract young, fashionable, creative and personalized consumers' beliefs, and is also used in industries with intensive demand for advantages such as clothing, watches, jewelry, perfume and various health care products.

In short, the packaging design style is flexible and changeable, and many styles are often used in combination to create visual aesthetic effects that meet the needs of customers and conform to the basic psychology and consumption norms of the consumer market. Only by choosing a suitable style, combining with some good norms, professional knowledge and other considerations, can the product characteristics and vision image be perfectly matched and realized by paper packaging and other expressions.

Zhonghui Design Packaging Design Works

The above are the design solutions of Zhonghui, a professional packaging design company, and I hope they can help you.